Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2020-12-22 DOI:10.1108/jrme-02-2019-0011

N. Madichie

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引用次数: 2

Abstract

Purpose This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding. Design/methodology/approach Using an illustrative case of a 2012 YouTube hit song, Oppan Gangnam Style, by Korean artist Park Jae-Sang, the artist’s attempt to lampoon the extravagant lifestyle of Gangnam District’s residents accidentally puts them on the global map. The narrative is built around the storytelling approach. Findings The study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding. Research limitations/implications The study is overtly documentary analysis-based and could, therefore be subjected to quantitative analysis in future research. Furthermore, the conceptual model could be tested with additional cases in the future. Originality/value In a broad sense, this study is a pioneering effort in the field of entrepreneurship and its interconnections with other disciplines – marketing (place and entrepreneurship) and pop culture. The conceptual model could form a basis for future research in such intersections.

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哎哟，江南style!一系列的意外——地方品牌、创业和流行文化

目的本研究旨在以一位音乐艺术家的成功为缩影，将文学的三股流——流行文化、创业精神和地方品牌结合在一起，突出一系列意外事件。韩国艺术家朴宰相(Park Jae-Sang) 2012年在YouTube上的热门歌曲《Oppan Gangnam Style》就是一个例子，这位艺术家试图讽刺江南区居民奢侈的生活方式，却意外地让他们登上了全球地图。故事是围绕着讲故事的方法展开的。该研究强调了流行文化、创造力和创业精神(尽管是偶然的)的交集，对地方品牌的影响。研究局限/启示本研究是基于文献分析的，因此在未来的研究中可能会进行定量分析。此外，概念模型可以在未来用其他案例进行测试。从广义上讲，这项研究是创业领域及其与其他学科——市场营销(地点和创业)和流行文化——相互联系的开创性努力。该概念模型可以为未来在这些交叉点上的研究奠定基础。

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies